In the quiet and often unseen hours of parenthood, it is rarely the big things that matter most.
It is the small, practical details like a swaddle that works when hands are half-asleep, a carrier that does not strain the body, a bag that holds everything without adding to the chaos.
These are the things that shape a parent’s day and night.
For Lunnie Gan, those everyday realities became more than observations.
They became the foundation of Tinytato, a homegrown baby brand built not just to fill a market gap, but to ease a very real part of parenting.
Having spent time living in Australia, Gan had experienced a different standard — one where baby products were not only thoughtfully designed and certified, but also accessible.
“It really came from a mix of frustration and genuine love for the mum-and-baby space. Back in Australia, you could easily find good-quality carriers, swaddles or ergonomic products, and they were reasonably priced,” she told Sarawak Tribune.
But returning to Malaysia brought a stark contrast.
“When I came back and tried to find similar products for friends who were having babies, it was much harder than I expected. It wasn’t that there were no options.
“It was that the good ones often came with a very high price tag. We saw a clear gap in the market, and we wanted to bridge it by offering thoughtfully designed, high-quality baby products without the ‘crazy’ pricing that parents often must deal with,” she said.
After running a digital agency for the past five years, helping other businesses build their brands, Gan said there comes a point where one begins to ask — why not build something of one’s own?
She admitted that the baby and parenting space is something she is personally drawn to, even though she is not a mother yet.
“About 80 per cent of my team is made up of women, and many of them are entering that stage of life. So, this isn’t just a business category for us — it genuinely hits close to home.
“Starting Tinytato in 2025 felt like the natural thing to do, as we are moving into a space that we could all relate to, both professionally and personally,” she said.
Where ‘Tinytato’ comes from
For a brand built around something as intimate as parenthood, the name had to feel right.
At first glance, Tinytato may seem playful, but behind it lies a deliberate and thoughtful choice.
“Tinytato comes from the phrase ‘tiny potato’. It’s what you would call newborns—they are just so round, soft and perfectly small,” she said.
Gan explained that it is the kind of phrase parents say instinctively, often without even realising it especially in those quiet, in-between moments of exhaustion and affection.
She said the team had brainstormed the name together, with the intention of creating something that felt instantly warm, relatable, and memorable.
“We wanted something cute and something that reflects how parents often see their babies. A name that makes people smile when they hear it, something light-hearted but meaningful at the same time,” she said.
Beyond just the name, that same philosophy extends into the brand’s identity.
“Our colours are intentionally vibrant and warm. They are meant to evoke happiness, comfort, and a sense of positivity,” she said.
Thoughtfully made for everyday parenthood
At the heart of Tinytato is a simple but important principle: products must work in real life, not just look good on a shelf.
For Gan, that means designing with intention, beginning with function, safety, and the everyday realities of parenting.
The TatoSnug Carrier, one of the brand’s key products, reflects that commitment.
Designed to support babies in the recommended M-shaped position for healthy hip development, it prioritises both safety and comfort.
Adjustable and built to grow with the child, the carrier can be used from around two to three months up to two years old.
It also allows for both inward- and forward-facing positions as babies develop.
“The padding is something we always highlight—it matters when you are carrying your baby for extended periods. Moreover, flexibility is important especially when parents are out and about,” she said.
While the carrier anchors the brand’s focus on ergonomics, it is the TatoWrap Swaddle that has quickly emerged as its best-seller.
Gan pointed out that parents are more familiar with traditional muslin swaddles, which can be difficult to manage particularly for first-time parents.
The TatoWrap Swaddle features an arms-up design with dual zippers for easy diaper change, simplifying what is often a frustrating process especially during late-night routines.
“One of our standout products is the TatoWrap Swaddle. There’s a learning curve with muslin, so we wanted something that’s much more intuitive.
“At 2 or 3 am, you don’t want something complicated. Parents just want something quick and fuss-free and if it helps them get even a bit more sleep, that’s already a big win,” she said.
Made from bamboo fibre, the swaddle is soft, breathable, and cooling—qualities that make a noticeable difference in Malaysia’s humid climate.
“Most people don’t realise how much the fabric matters. Babies sleep better when they’re not overheating,” she said.
As the brand continues to evolve, even small details such as colour are shaped by feedback from parents.
In response, Tinytato is looking to introduce new shades called baby blush and baby sky.
“We started with more gender-neutral colours to understand what parents preferred, but many have been asking for more options,” she said.
For babies transitioning out of swaddling, the TatoWrap+ offers added flexibility, with removable sleeves and the same easy zip design that supports night-time changes.
Beyond sleep essentials, TinyTato also addresses the practical demands of daily outings.
The TatoNest Backpack, its diaper bag, has been well received for its thoughtful design.
Gan said it is designed to be unisex so both mothers and fathers would feel comfortable carrying.
“The thing parents love most is the compartments. There’s a dry-wet section, insulated pockets for milk bottles, and just a lot of space to organise everything.
“It doesn’t look like a typical baby bag, which is a bonus,” she said.
Completing the lineup is the TatoChew Teether, made from BPA-free silicone—safe, easy for little hands to grip, and simple to clean.
When parents speak, Tinytato listens
For a young brand like Tinytato, growth does not come from assumptions — it comes from listening.
Gan revealed that the response from parents so far has been encouraging, both in numbers and in what it represents.
“We have seen strong repeat purchases. Some parents buy multiple pieces — sometimes all the available colours — and others come back to purchase more after trying it,” she said.
Gan shared that the majority of Tinytato’s customers are from Peninsular Malaysia, with only about 20 to 30 per cent of orders coming from Sarawak.
“The rest are mainly from Kuala Lumpur, Johor Bahru, Penang, Kedah and even Sabah,” she said.
Gan said it is not the scale that defines the journey rather the little moments and she recalled one that marked a turning point.
“The first order was from someone I’d never met. No mutual friends or referral, just a mum who had done her own research and chosen us.
“That hit differently, Tinytato stopped feeling like a project and started feeling like a real responsibility because someone was trusting us with their baby,” she said.
That sense of responsibility is reinforced with every message received especially those that reflect real-life impact.
“One that really stayed with me was when a mum reached out to say that her baby, who used to wake up after just 30 minutes of sleep, slept for three hours straight for the first time after using the TatoWrap.
“It was during the Chinese New Year period, with fireworks going on and the baby didn’t even stir. The mother was emotional sharing the experience and honestly, so were we,” she said.
Gan pointed out that behind every product is a reality that often goes unseen such as sleep deprivation, exhaustion, and the quiet determination of parents trying to do their best.
“Sleep deprivation is real, and for a new mum to finally get some rest — that’s exactly what we’re here for,” she said.
Overcoming challenges and obstacles
Like many new e-commerce brands, one of the earliest challenges Tinytato faced was something that could not be solved overnight—trust.
Gan said it is only human nature to have questions and rather than brushing these concerns aside the team chose to lean into them.
“Parents can’t touch or feel the products before buying and when it comes to babies, that hesitation is completely understandable. We took those questions seriously,” she said.
One of the ways they addressed this was by working closely with content creator mothers.
Gan said these are real users who could experience the products firsthand and share their honest thoughts.
“Seeing a real mum use it and talk about it is so much more powerful than any ad we could run,” she said.
At the same time, Tinytato began stepping beyond the digital space, forming collaborations with local baby shops and confinement centres.
These touchpoints created opportunities for parents to see and feel the products before deciding.
“We have also started doing more offline collaborations with local baby shops and confinement centres, so parents can touch and try things before committing. That’s been a big trust-builder,” she said.
Growing with purpose
For Gan, the future of Tinytato is not defined by speed, but by trust.
She envisions a brand that naturally becomes part of everyday conversations –between friends, within families, and in the spaces where parents share advice and experiences.
“I want Tinytato to be the name Malaysian parents recommend without thinking twice. Not because it’s the loudest brand, but because it works,” she said.
That vision, she explained, extends beyond recognition as it is about building something that parents can rely on.
Looking ahead, Gan shared that there are plans to expand both in product range and reach.
Bibs and curated gift boxes are already in development, designed to complement the brand’s focus on everyday essentials while also offering convenience for those purchasing gifts.
“We want our customers to have the convenience of not worrying when they’re buying something for someone else,” she said.
Beyond Malaysia, the ambition is to grow across Southeast Asia, including markets such as Singapore, Indonesia, and Vietnam.
Yet, even with these plans, the foundation of Tinytato remains unchanged.
“At the end of the day, every parent who buys from us should feel like they made the right call for their baby,” she said.
At the same time, Gan said the journey with Tinytato has also shaped her personally.
“I’m used to moving fast but building a product brand especially one where trust is everything taught me that some things can’t be rushed. Every decision carries weight whether it builds or erodes a parent’s confidence in us.
“That naturally slows you down—in a good way,” she said.
Gan said another important lesson is learning how to communicate value effectively.
“Knowing the product is good is one thing. Learning how to explain why it’s good in a way that resonates with parents—that’s something I’m still working on every day,” she added.
